Rubicon Project Mixes RTB and Politics
- October 24, 2012
Los Angeles-based Rubicon Project released an interesting RTB report this week, finding out which candidate would win if the election were determined on the basis of the real-time bidding volume of each candidate’s campaign. As it turns out, Mitt Romney would be the winner. Romney’s campaign dominated the RTB marketplace during the third quarter of 2012, according to the just-released RTB report.
According to the report, Romney dominated Obama by a margin of seven percentage points of total RTB political category spending. Obama's campaign actually trailed a U.S. government campaign on child abuse by nearly as much of a margin.
Both candidates' campaigns more than doubled their RTB spending in the third quarter versus the second quarter.
Overall, the political category was one of the fastest-growing during the third quarter, with total volume growing 43.6% from the second quarter of the year, and eCPMs declining 5.1% during the same period.
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Top 10 Political RTB Advertisers During Q3
| Advertisers | % Spend | % Change |
| 1. Romney for President | 19% | +1137% |
| 2. US_Child Abuse | 18% | NA |
| 3. Barack Obama | 12% | +108% |
| 4. US Department of Health & Human Services | 11% | NA |
| 5. National Guard | 4% | NA |
| 6. Americans for Prosperity | 4% | +779% |
| 7. US Department of Homeland Security | 4% | +1355% |
| 8. United States House of Representatives | 2% | -8% |
| 9. Restore Our Future | 2% | +102% |
| 10. American Crossroads | 2% | NA |
Source: Rubicon Project. NA = Not available.
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